Critical Analysis of Informal Learning and Affective Design Components in AR for Developing a Conceptual AR Model in Tourism

This study reports on the critical analysis of affective design and informal learning design component in AR to propose a conceptual AR design model specifically tailored for heritage tourism sector. This model integrates affective and informal learning principles to effectively achieve MTE. Three primary steps have been conducted during this study. They are (i) literature search (ii) critical analysis (iii) model construction. 2 major aspects have been analyzed during the critical analysis (i) how informal learning and affective design components impact AR application design (ii) what are the components of informal learning and affective design in AR applications to achieve MTE. The result from the study identifies the key components of informal learning and affective design necessary for AR applications to enhance user engagement, foster emotional connections and create immersive heritage tourism experiences to achieve Memorable Tourism Experiences (MTE). A conceptual model of AR for tourism is proposed based on the results. Next stage of this study is to conduct an expert review to confirm the proposed model.